| Title | Daughter |
| Agency |
Extreme Group
|
| Campaign |
Sex workers are people too
|
| Advertiser |
Stepping Stone
|
| Brand |
Stepping Stone
|
| Date of First Broadcast/Publication |
2010 / 12
|
| Business Sector | Human Rights
|
| Tagline | Sex workers are daughters too |
| Philosophy | As part of a larger, long-term communications strategy, Extreme completed extensive research to understand the reality of the perceptions and to review the media coverage dating back to the late 1970s. This process involved analyzing all media coverage, developing key messages, implementing a media policy, educating stakeholders and members and media training the key spokesperson, the Executive Director. It also involved using an integrated approach to ensure that media was supporting the overall objectives and mission of the organization. Extreme Group coached Stepping Stone on a daily basis on media calls and helped implement a solid foundation to start from. The Executive Director, who was writing off media before, was now confidently communicating with them on a regular basis, and was proactively reaching out. Once the ground work had been complete, we were ready to move forward with a “bold” message. The organization had tried mass media type efforts in the past, but nothing caught people’s attention and made them think differently. Instead of being racy or provocative, we created print ads based on the fundamental truth “sex workers are people too”. Instead of telling the story of a sex worker, we decided to talk about the positive impact they’ve had as mothers, daughters, sisters, brothers, aunts, uncles and so on. In addition to print ads, wild postings were placed around town in high traffic areas. |
| Problem | As a user-directed non-profit organization supporting sex workers, Stepping Stone was facing some serious challenges. Namely, how do we create public awareness and rally community support for an organization that very few people truly understand. In 2007, Stepping Stone came to Extreme Group in desperate need of media counsel and communications training and planning. After executing a three year strategic plan, the 2010 objectives were:1. Start on and offline conversations about sex workers as people too; and2. Increase media coverage and positive news stories. AudienceSex work is often viewed as a taboo topic; not one that is to be discussed at the dinner table. Since the object was to create conversation, the target audience was the general public. Of course, being mindful of building positive relationship with key stakeholders (e.g. Halifax Regional Police) and media outlets. The campaign aimed to educate the community about the importance of seeing these victimized people for who they are, not what they do.
|
| Result | Over the past three years, the Executive Director has been called a “media darling” and was named one of The Coast’s “Best of” this year in two categories. She has positioned herself as an expert and a go-to source of information. The media coverage has been balanced and Stepping Stone has developed a positive relationship with key media contacts. Key messages have been delivered and included since the media training and Stepping Stone now views media relations as an opportunity instead of a nuisance, which has also helped to strengthen their relationship with the Halifax Regional Police. When the campaign launched, people started talking and anecdotal feedback from program users was very positive. People wrote letters to the editor in both The Coast and The Chronicle Herald. One of the Herald articles online ignited its own conversation with over 55 people commenting on the piece. Other sex work advocate groups from across Canada have requested copies of the posters to use in their own jurisdictions, and people from across the country have sent letters commending the organization for their efforts. The campaign also sparked people to write emails to Stepping Stone expressing their offensive to the campaign, copying the Mayor in the midst of the angst. Regardless of whether the feedback was positive or negative, the goal of starting conversations was achieved. Furthermore, website traffic at steppingstonens.ca jumped to its highest numbers since launched in 2009 (with a record number of 189 visits in one day). The campaign was mentioned on more than 20 blogs from around the world, and the organization saw an increase in media interview requests and opportunities. Twitter followers increased by more than 100%, and there were countless ‘shares’ on Facebook. |
| Media Type |
Print
|
| Creative Director |
Anthony Taaffe
|
| Art Director |
Jeff Simpson
|
| Copywriter |
Jeff MacKay
|
| Photographer |
James Ingram
|
| Chief Creative Officer |
Shawn King
|
| Agency Contribution |
Jason Ballantyne
|
| Agency Contribution |
Lee Stafford
|
| Agency Contribution |
Natalie Flemming
|
